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News

MUMBAI: India's top-level cricket league may be the most lucrative in the world, but in an effort to pack as much branding as possible onto players, many advertisers are forgotten along the way.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

News

GLOBAL: Mars-owned confectionery brand M&Ms, retailer John Lewis, tea brand Brooke Bond Red Label and the US Army have won Golds in the Effective Use of Partnerships and Sponsorships category in the Warc Media Awards.

Article

This article looks at global sponsorship, which is forecast to rise 4.5% to $62.8 billion globally in 2017 - some 6% of global marketing spend.

News

NEW YORK: The North American sponsorship market – the largest in the world – is expected to grow more slowly than the global market in the coming year, at 4.1% compared to 4.5%.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study describes how Coca-Cola North America achieved the number 1 ranking in YouTube's Suggested Video list to help celebrate and reintroduce the mini can to millions of viewers.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study describes how Casillero del Diablo, a wine brand, partnered with Sky Movies in the UK in order to tap the potential of wine and TV moments.

Case Study

This case study looks at how Lidl, the discount supermarket, differentiated itself from its main rival, Aldi, in Belgium by reinforcing its quality image and targeting a younger audience.

Case Study

This case study shows how Domino's, a pizza delivery service brand, unlocked an untapped consumer group by sponsoring a popular soap opera in the UK.

Case Study

This case study shows how McDonald's, a fast food chain, increased sales in the UK by creating bespoke content to fit the TV shows it had partnered with.

Case Study

This case study shows how Nescafé, a coffee brand, created its own reality TV show to increase brand equity in Vietnam.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Case Study

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Case Study

This case study shows how the Royal Bank of Scotland (RBS), a financial services brand, created its own documentary on financial scamming to increase brand trust in Scotland.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Case Study

This case study shows how Rekorderlig, a cider brand, used a summer festival to increase brand awareness in the UK.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how Fair & Lovely (FAL), an Indian beauty brand, used a TV series to bring its brand philosophy to life and used fingerprinting technology to make content decisions on-the-fly.

Article

This event report outlines how MasterCard, the payments group, has developed a unique approach to maximising the impact of its sponsorship programs.

Case Study

This case study describes how Domino's, a pizza delivery brand in the UK, shifted its communications focus from the product to its audience, to overcome its stalling growth.

Case Study

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.